The online store features selected products from the Rome-based fashion house’s womenswear and menswear lines, as well as five limited-edition items available only to Tmall shoppers including sneakers, pants and shirts.

China’s Millennial and Generation Z shoppers are on track to make up 46% of purchases in the global personal luxury goods market by 2025, up from 32% in 2017, according to a November report from consulting firm Bain & Co.

Online sales channels are becoming more critical than ever for luxury brands, with official sites and e-commerce platforms expected to account for 25% of the market’s value in 2025, up from the current 10%, Bain’s research showed.

To create a shopping experience that stays true to the brand’s heritage and values, Tmall and Valentino worked together to design the storefront’s interface, adjusting the layout to enhance branding, boost audience retention and encourage deeper interaction with consumers.

Noonoouri, the Pavilion’s new CGI ambassador, also “attended” Valentino’s 2019 Pre-Fall Runway show, posting images of all of the behind-the-scenes action to her Instagram account.